Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Tea in the Philippines

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Tea records value gains due to increasing health awareness

As consumers shift their consumption to healthy products, tea is benefiting from a positive reputation in terms of health and wellness. However, more than health benefits, such as improving digestion and avoiding illness, consumers have also shown concern to consume products with an appealing taste.

On-trade grows faster than the off-trade

With the popularity of tea shops such as Cha Time and Serenity, the tea culture in the on-trade is driving awareness of emerging categories such as black speciality tea, fruit/herbal tea and green tea. The rise in foodservice outlets in 2017 provided an avenue for players to sell their product offerings outside the off-trade, resulting in positive volume growth.

COMPETITIVE LANDSCAPE

Unilever Philippines continues to dominate

Unilever Philippines continued to lead tea sales in 2017, benefiting from Lipton’s wide distribution in the off-trade. It does not implement major marketing campaigns for its tea products, but Unilever benefits from its well-established reputation as a tea producer.

Nestlé Philippines enters the tea category

With Nestea’s presence in concentrates and RTD tea, Nestlé Philippines has built a reputation as a key tea provider. Banking on strong brand recognition for Nestea, the company launched two instant tea variants – Nestea Milk Tea Hokkaido and Nestea Milk Tea Wintermelon – which are flavours familiar to consumers who frequent tea shops.

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